In episode 2 we’re with Art Director extraordinaire Paul Belford.

Paul has worked at more agencies than most of us have had hot dinners…. and that was before he worked anywhere half decent (his words not ours!). Interestingly all of these jobs followed a degree in bio-chemistry! As ever, there are no straight routes into a career in advertising, and what an incredible career Paul has had so far.

Spanning over 30 years at agencies such as TBWA, LEAGAS DELANEY and AMVBBDO, Paul has produced award-winning work for Waterstones, the Economist, PlayStation, Le Creuset, The Guardian to name but a few.

His work is incredibly distinctive. The level of craft is second to none. His name often appears twice in credits. “Art director”. “Designer”. His name even appears on other people’s work as “Designer” he’s that good.

Many a time someone has said in a creative department. “Yeah can you give it a bit more craft. Do a Belford on it.”

We talked mostly about the story behind The Economist lightbulb Billboard. Possibly his most famous billboard and a truly iconic poster.

BILLBOARD IMAGE: http://bit.ly/economistlightbulb

A copywriter conveniently on holiday. Another billboard featuring a horde of rats that was continually rejected (and then reworked for a different client) and a savvy account man all played their part in making it happen.

We also discussed another absolute belter of a poster. PlayStation Dot-screen which again has a great back story.

BILLBOARD IMAGE: http://bit.ly/playstationdots

Paul is a rare breed of passion, craft and uncompromising creativity rarely seen these days.

Thanks again Paul. And hope everyone enjoys it.

Oh and here's the Rat idea reworked for Reed....
http://bit.ly/ratsforreed